5 key publications

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  Kappe, E., Venkataraman, S. and Stremersch, S. (2017). Predicting the consequences of marketing policy changes: A new data enrichment method with competitive reactions Journal of Marketing Research, 54(5):720--736.

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  Eelen, J., Özturan, P. and Verlegh, PeeterW.J. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand International Journal of Research in Marketing, 34(4):872--891.

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  Aydinli, A., Gu, Y. and Tuan Pham, M. (2017). An Experience-Utility Explanation of the Preference for Larger Assortments International Journal of Research in Marketing, 34(3):746--760.

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  Van Horen, F. and Pieters, R. (2017). Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation Journal of Consumer Research, 44(4):816--832.

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  Peers, Y., van Heerde, H.J. and Dekimpe, M. (2017). Marketing Budget Allocation Across Countries: The Role of International Business Cycles Marketing Science, 36(5):792--809.